Newsletter IP. IT. Media

Transcription

1 Newsletter IP. IT. Media January 2009 Digital Divide Patent Pending On advertising with patents Up to discounts Promotional measures with potential? On the protection of a business name that uses a frequent family name Hansen Bau Changes in Law Current amendments News from our practical experience Case-Law News Ticker Principles and Comments Law Firm and Practice Group News

2 Editorial Dear readers, Søren Pietzcker Once again, this issue of our newsletter includes a vast array of information on industrial property rights, in particular decisions dealing with the protection of trademarks. Especially under the current economic conditions even here in Germany cost cutting often starts with industrial property rights with the result that fewer property rights are registered or none at all. In cases of infringement many lawsuits are not as tough as they should be. Yet, is this the right solution? The answer, of course, is: No! Industrial property rights (trademarks, patents, design patents, utility models) are intellectual property. Generally speaking, intellectual property does have value, even if, during an economic crisis the extent of which cannot yet even be determined, in all probability, returns in the appropriate amount may not be realized. At the same time, what should not be overlooked is that intellectual property as the basis for the business itself precisely as an immaterial asset does not lose its fundamental value, but instead continues to serve the purpose of allowing the products or services offered by the owner of intellectual property to appear unique as compared to other products and services offered by the competition. Often the reputation of a product or service depends especially on the fact that the reputation was acquired because of a certain trademark or based on a patent that it represents. So, it would be foolish for anyone to put the basis of the company s economic success in jeopardy. Yet, this is exactly what happens if a company chooses in times of economic crisis to neglect tending to intellectual property and developing it further. Because it is especially these kinds of times that are often used as an opportunity to stimulate business by applying creative ideas it is not uncommon that as a result an atmosphere of revival is created. As always, there will also be plenty of free riders who will attempt to make use of other people s ideas for the own purposes. You would be well advised to at some point assure that your intellectual property is sufficiently protected. The first step would be to protect logos, business markings and product descriptions, for example with a trademark. In addition, special designs should be registered as design patents. The same applies to technical inventions that can be protected with a utility patent or a patent. Yet, what should also not be neglected is to assure 2/40

3 Editorial that already existing protection is maintained. By this, not only do we mean the regular renewals of the individual property rights. What is also very important is to vehemently file suit against any party that is infringing upon the company s intellectual property. Not only is this important to counter a forfeiture exception, but also to take countermeasures to assure that the company s own intellectual property as the important foundation of its economic success is not weakened. It is our objective to not only support you in creating protection for and maintaining your intellectual property even in times of crisis, but to also be available as your trusted partners in handling strategic planning issues dealing with industrial property rights. Please do not hesitate to contact us. We look forward to your questions. Yours, Søren Pietzcker 3/40

4 Table of Contents Digital Divide Page 5 Patent Pending On advertising with patents Page 7 Up to discounts - Promotional measures with potential? Page 10 On the protection of a business name that uses Page 13 a frequent family name Hansen Bau Changes in Law Current amendments Page 15 News from our practical experience Page 20 Case-Law News Ticker Priciples and Comments Page 23 Law Firm and Practice Group News Page 38 Imprint Page 40 4/40

5 Digital Divide Parents of adolescents have known for quite some time what analysts are now providing statistical evidence for: No more Michael Schmittmann (Düsseldorf) does this generation of young adults join their elders in front of the television set, at one point considered the traditional family meeting place, that had eventually replaced the bonfires of our ancestors. They do not read the same daily newspaper their parents read. The so-called churn rate, that is the cancellations to subscriptions of cable network providers and newspaper publishers, for example, remains at the same level in Germany at between 3 % to 5 % each year. The Network Generation gets its knowledge from the Internet; they receive their TV content through IPTV, as in the case of the IPTV service Zattoo from Switzerland that created quite a sensation when it started. Knowledge is found online at Wikipedia, while Encyclopedia Britannica or Brockhaus - both traditional print market products - have become a thing of the past and both announced the end of their print products in Prescheduled programs, meaning somebody else s choice, are no longer acceptable. This social phenomenon is called the digital divide, even though, because of current demographics, users of the old media (baby boomers) will remain strong for decades to come. In addition, mobile mass communication, including entertainment (mobile TV) is becoming a converged product. The social divide, which presents a number of educational and social problems none of which can be discussed in detail here also presents some extremely difficult legal challenges for law enforcement. If each and every web TV provider would need to be licensed before they could begin operations, if the content were to be subject to even more stringent regulations than they are already who would care in a global, virtual Internet world that can simply not be technically filtered? All the same: Our legal framework has seen a few improvements over the last few months, which are attempts at staying abreast of the technical and social development. However, initially they relate to traditional media technology. 5/40

6 Digital Divide For one, on a European level the directive concerning audiovisual media services must be mentioned here, which was adopted by the European Parliament on November 29, 2007 and which must be implemented by the Member States by the end of 2009 (AVMSD). European level - new directive on audiovisual media services The scope of the directive s implementation is defined with the term audiovisual media services. European legislators decided to take a technology neutral approach because the technology used to broadcast an audiovisual service is no longer the important issue. The new directive includes services that can be broadcast by means of electronic communication networks in accordance with Article 2 (a) of the framework directive (2002/21/EC) and the content of which are moving images. In doing so, it refers in particular to the new possibilities provided for television, such as IP-TV or webcasting. Within the audiovisual media services, the Directive distinguishes between television services and audiovisual on-demand media services (Article 1 (e) and (g)). As opposed to the television directive that was in place previously, the new directive now includes criteria that relate to the media s content and which have the purpose of classifying the service within the regulatory structure while no longer applying technical criteria. Pursuant to the new scope of implementation, this directive provides for a gradual adjustment. We refer to our 01/2008 Newsletter in which we presented the details. A second important example for the pending improvements is that for the first time, platform providers are being governed outside of regulations purely meant for the telecommunications industry. The idea is to assure that the rules governing plurality and safeguarding the competition on a horizontal as well as on a vertical level are not drawn out by today s decisive players to the point of absurdity, who traditionally reserve the law to be applied to content providers. The individual program provider, when compared to the platform provider with its sales and distribution infrastructure, its packaged services options and its control over access options, has in the meantime taken on a much weaker position. In Germany, the new Interstate Broadcasting Treaty applicable for the German states (in its 11th amendment) has for the first time addressed national rules concerning platform operators. National level: Platform regulation Included now are all platforms, irrespective of their technical broadcasting mode and their capacity. This includes satellites, terrestrial broadcasting, broadband cable and IP-TV. However, providers of software-based online platforms, which offer IP-TV without any 6/40

7 Digital Divide direct connection to DTH, are only subject to the new rules if they have a dominant market position. In future, broadcasters will continue to be permitted to operate a platform without a license. What is new, however, is that the platform must have been registered with the competent state media authority at least one month prior to going into operation. In addition, the platform provider must at least satisfy the same prerequisites as does a television service provider. What s more, the platform provider is no longer entirely at liberty to allocate its broadcasting capacities. In fact, it will have to observe specific allocation requirements that are intended to assure the diversity of opinions. The new Article 52, lit. c of the Interstate Broadcasting Agreement assures that a platform operation is nondiscriminating. What is also new is the expanded protection range that includes manufacturers of digital broadcasting receivers. The amended Interstate Broadcasting Agreement can now be applied to cases in which the manufacturers of set-top boxes are being discriminated against. Conclusion: These examples show: The media lawmakers are doing their utmost to find answers to the latest questions. This shows yet again that media law in all of its diversity can certainly not be considered static or still standing material. It is not easy to create a viable technical invention, and it is Patent Pending On advertising with patents not cheap to apply for a patent. Once you have managed to Anton Horn (Düsseldorf) do both, you really do want to advertise the fact. However, in Germany, this kind of advertising is subject to strict limitations. The legal situation in Germany is much more stringent than is common internationally. Anyone that uses the terms patent applied for or patent pending or similar expressions in their advertising in Germany must be careful. Otherwise, 7/40

8 Patent Pending On advertising with patents by order of the court, a company will have its advertising material taken away and destroyed even if the company is only telling the truth. The owner of a medium-sized company is happy. He was able to successfully finalize an important technical development and this time he has even applied for a patent. It was not easy to work out the details of the application with the patent attorney and to submit it in time for the leading industry trade show. And yet, he had learned the hard way in the past that you would need to apply for a patent first before introducing a new development to the interested public. In Europe, patent protection is no longer achievable if the application is submitted after the invention is made public. Invention created patent applied for An entrepreneur uses the term patent pending as an advertising statement on brochures and catalogs. The trade show starts out excellently and the competitors glances towards his trade show booth are very envious. But then, all of a sudden, a gentleman introduces himself as a bailiff and presents him with a court-ordered preliminary injunction and insists on taking the advertising brochures with him. According to the injunction, the advertising message patent pending is misleading and thus illegal. The entrepreneur thinks the world is turned upside down at least as far as the German legal system is concerned. His advertising statement can be proven to be true. He did apply for a patent and nothing else is stated in his brochures. What is wrong with that? Advertising a patent application What is wrong with that? At almost any German trade show, this kind of story takes place at least once. The background is as follows: A submitted patent application initially has absolutely no legal effect towards a third party. The application remains at the patent office and is not published until 18 months later. Not until the application is published do certain legal effects take hold. And in almost every case, the patent is not issued until much later. Thus, the German courts argue the following: Anyone reading the advertising statement will not assume that the message of the advertising party is a legally irrelevant fact. And yet, a non-published patent application is still legally irrelevant. Therefore, anyone who reads this message will assume that it must have to do with a patent application that has already been published. However, if the application was only recently submitted just before the trade show, in reality it cannot yet have been published. That is why Submitted but not yet published patent applications have no legal effect 8/40

9 Patent Pending On advertising with patents the advertising message is misleading and illegal according to competition law. Courts outside of Germany are much more tolerant. In almost any other country, they assume that the reader is aware that patent pending by no means implies that a patent will actually be granted. Even in Germany, there is plenty of criticism about the strict way courts handle this issue. Yet it is still practiced daily and this is why temporary injunctions are issued and executed. Outside of Germany this problem is unheard of By the way, caution is advised in the case of translations. If one wants to distribute brochures in Germany and, for this purpose, has the originals of the foreign manufacturer translated, a correct statement may all of a sudden become incorrect and thus impermissible in terms of competition law. A translation not only changes the language, but also the contents. Example: A U.S. manufacturer s brochure refers to some patent pending. While this may be correct in the U.S. and legally permissible, it may be incorrect in Germany, even after the patent application has already been published. The reader will understand the German version to mean that a patent application has been filed in Germany or with protection in Germany. However, in the case of a U.S. patent application this is not the case since a U.S. patent can only have legal effect in the U.S. Thus, the statement made in the advertising brochure is incorrect or at least misleading. Pay attention in the case of translations they change the contents! With Section 146 PatG [German Patent Act], German law recognizes a special right to information with a so-called patent advertising. When advertising a product s patent protection or patent application, if requested to do so, you must be able to disclose which patent or which patent application you mean. Thus, with the help of Section 146 PatG you can receive the required information so as to be able to decide how to deal with the company advertising in this manner. Right to information cumbersome and useful at the same time What might seem cumbersome for the advertising company may open up opportunities for its competitors. If you notice that a competitor is advertising a patent-related message, you can get to the bottom of something in a very efficient manner by asserting your rights to disclosure, and possibly even take countermeasures against the advertisement and have a competitor s patent application monitored by you attorney or patent attorney. With this kind of patent monitoring you can receive information about any changes in the application process, such as, for example, whether the patent has actually been issued or Disclosure, injunctive relief, monitoring, IP strategy all of this plays a role in a company s success 9/40

10 Patent Pending On advertising with patents whether the application was denied. This kind of information is often worth its weight in gold. With it, a company can develop a pragmatic and effective strategy to protect its own intellectual property. This contributes effectively to a company s success and to the company s value. Conclusion: Advertising a company s patent applications and patent protection is only permissible in Germany under certain conditions. The limitations are significantly more stringent than in most other countries. You need to be especially careful when translating foreign texts into German if you want to use these for advertising purposes. Special patent-related rights to information can be helpful when it comes to finding out more about the background of an ad statement made by a third-party and, if necessary, to take countermeasures against it. Up to discounts Promotional measures with potential? Advertising by using discounted prices has become so common in everyday practice since the Ordinance on Bonuses and the Law Governing Discounts were eliminated and the Act Against Unfair Business Practices (UWG) was revised that it is Problematic implementation issues caused by Directive 2005/29/EC on unfair commercial practices Dr. Verena Hoene, LL.M. (Cologne) hardly ever noticed. A popular advertising statement therefore includes up to discounts. The consumer is presented with price cuts of up to 30%, savings up to Euro 2, all the time and they imply affordable, even though not specifically defined, buying opportunities. What is even more surprising is that the Upper Regional Court Cologne was asked to decide on a complaint, almost unnoticeably, presented before the court by a consumer protection association against this kind of advertising practice (OLG Cologne, October 12, U 80/07). The competition association filed a claim against the defendant for injunctive relief against advertising statements in a brochure about a new vehicle series. In the brochure, four vehicles were illustrated. Added to the illustration was the text up to 8, Euro introductory discount * and 10/40

11 Up to discounts Promotional measures with potential? additional text printed in white starting at 15, Euro plus value-added tax**. The notations given with the asterisks were as follows: *as compared to the recommended retail price. Offer valid for commercial customers at all participating dealers until and ** reduced recommended retail price up to the savings amount. The consumer protection association was of the opinion that, on the one hand, the advertising was misleading. On the other hand, it was in violation against the transparency rule anchored in Section 4 no. 4 UWG, which consists of the following rule: In particular, an action is deemed unfair within the meaning of Section 3, if it does not clearly and unequivocally provide the terms for taking advantage of such in sales promotions such as price discounts, bonuses or gifts. However, the Upper Regional Court Cologne considered the disputed advertisement to be permissible. The relevant consumers being targeted, which by the way, were commercial customers, were able to understand from the ad that the maximum discount did not necessarily relate to the most favorably priced vehicle, but instead to one of the four models in the illustration. The ad was also not in violation of the transparency rule. Section 4 no. 4 UWG does not imply an obligation that the exact amount of the price discount for each respective individual item must be provided in any kind of ad relating to a discount. On the contrary, in fact, one would need to make a distinction between advertising for individual products and advertising for entire product groups. When advertising an entire product group, the transparency rule is already satisfied if the customer can recognize what kind of products the ad deals with. Of course, this decision relates to a highly visible practical need. If the Upper Regional Court had decided in favor of the consumer protection association, when advertising for product groups or even the entire range of products, in future companies would only be allowed to use general indications such as special rebates, price discounts or similar statements. One might rightly doubt whether or not these kinds of details would satisfy the interests of consumer protection. By not adding any specific information about the extent of a rebate, these kinds of statements might provide an even greater incentive for the consumer to visit the advertising company s retail location than if the maximum price discount were stated. 11/40

12 Up to discounts Promotional measures with potential? The Cologne decision is possibly even more explosive when it comes to the implementation of Directive 2005/29/EC concerning unfair business-to-consumer commercial practices, which is being applied in the Federal Republic of Germany since December 12, 2007 (Article 19). The directive states among other things in Article 7: (2) It shall also be regarded as a misleading omission when, taking account of matters described in paragraph 1, a trader hides or provides an unclear, unintelligible, ambiguous or untimely manner such material information as referred to in that paragraph It goes on to state in Article 7(4): In the case of an invitation to purchase, the following information shall be regarded as material, if not already apparent from the context: c) price inclusive of taxes and duties This leads some to the conclusion that in future the amount of the discount must be provided as a percentage of the standard price or as a definite number. If one were to go by this opinion, however, product groups could still be advertised with discounts. However, these would no longer be able to have an up to statement attached to their message, but instead would need to include a specific amount, such as 30% off all apparel. The end of summer ads, off-price concepts or clearance sales would in future need to be separated by product group and offer each of these with their own specific discount information. Ultimately, this would be the end of these kinds of general promotional sales events. The explanatory statement to the draft bill on the amendment of the act against unfair business practices might possibly be of assistance in this case. And yet, the draft bill with its new Section 5a UWG does include Article 7 of the directive mentioned above almost unchanged. However, in the explanatory statement to the draft bill, it is noted that the new facts of the matter as in Section 5 a(2) UWG-E do in fact apply to any declaration made by a company that would cause a customer to decide to purchase a specific product or to take advantage of a certain service. However, for any mere attention-grabbing ad, this will generally not apply. Instead, any invitation to purchase is understood in the draft bill as an offer. However, an offer is only then at hand if its 12/40

13 Up to discounts Promotional measures with potential? announcement is so specifically defined in terms of its content that from the point of view of the observer it would definitely be a good reason for making a purchase decision. When advertising for product groups, though, this is not possible. In this case, the individual offer is not specific enough to trigger any concrete intention of the customer to purchase the product. The customer would need to visit the retail location anyway so as to receive additional information about the kind of products on offer there. Yet, he could use this opportunity to recognize the specific discount on the products that for the longest time has been a part of the obligation to indicate prices. Thus, an up to advertisement without providing any specific information on discounts for individual product groups would by all means still be permissible after implementation of the EU Directive with its new Section 5a UWG. This is how one should interpret the directive now that is directly applicable despite the lack of implementation. On the protection of a business name that uses a frequent family name Hansen Bau The German Federal Court of Justice was to decide on the extent of protection to be provided to a business name that Dr. Georg Jacobs, LL.M. (Düsseldorf) in addition to a descriptive component also consisted of a commonly used family name (BGH GRUR 2008, 801 et seq.) The decision creates legal certainty for such companies, which have names created in this manner. The Federal Court of Justice came to a decision on the extent of protection to be provided to the name Hansen-Bau GmbH and in conjunction with this provided general explanations on the protection of business names that consist of commonly used family names. The plaintiff, a company, constructs turnkey residential homes using this name in Mecklenburg-Western Pomerania. It is registered under this name in the commercial register at the district court of Rostock. The complaint was directed against a company with the name that was not identical with its own 13/40

14 On the protection of a business name that uses a frequent family name Hansen Bau company Hansen Bau GmbH, which is registered in the Commercial Register at the district court in Neubrandenburg and which provides building construction services. Plaintiff s request is understandable to begin with. It is opposing the use of an identical name, an exact match except for the hyphen. Both parties also offer very similar services and do so in the very same region. However, the Upper Regional Court Rostock did not agree with the Plaintiff. Plaintiff s company name was not subject to protection. It would consist exclusively of a purely descriptive component Bau [=construction] and the name Hansen. The family name in particular was so frequent in North Germany that no distinctive character could be assumed with it. Due to the lack of distinctive character, the plaintiff could not prohibit the defendant from using the name Hansen Bau GmbH. The German Federal Court of Justice disagreed with this decision. Principally, business names are subject to protection if they have distinctive character. A business name would still satisfy this function if, along with a descriptive portion, it also includes a frequently used family name. As opposed to several opinions voiced in written commentaries, the fact that a name is frequent does not preclude any legal name protection from the outset. The character of a family name as a classic distinguishing tool is still in place at least at the core of the issue even for frequently used names. And yet, the protective range of business names, the distinguishing portion of which is made up of a frequently used family name, is extremely marginal. It might almost be limited to identity so that even the slightest deviation might preclude the likelihood of confusion. Conclusion: The recommendation is still to at least add a name with a clear distinctive character to business names. Based on experience, the largest degree of distinctive character is found in imaginative names. Those companies with business names consisting of common family names and in some cases with an additional, purely descriptive term, however, need not allow themselves to be rebuked because their business names allegedly are not subject to protection. Such companies also have the right to file complaints against the use of identical names for identical products in the very same region. 14/40

15 Changes in law Current amendments The UWG amendment - more legal certainty for consumers within the EU The German Federal Cabinet enacted the draft on the amendment of the Act Against Unfair Commercial Practices (UWG) Melanie Künzel, LL.M. (Düsseldorf) on May 21, The amendment, which is to take effect at the beginning of 2009, will - with a bit of a delay - implement EU Directive 2005/29/EC concerning unfair businessto-consumer commercial practices in the internal market and in doing so will expand the increased consumer protection level already implemented in the most recent reform of UWG in In future, when purchasing goods, consumers will also be protected against unfair transactions by entrepreneurs in other European countries as well as in Germany. This also applies to purchases made online from foreign websites. At the same time, entrepreneurs can reach consumers in other EU Member States the same way that they reach their customers in their country of origin. The UWG is being expanded to include a so-called Black List in the form of an appendix. Listed herein are 30 misleading and aggressive business activities that are to be prohibited under any circumstances. These absolute bans are intended to make it easier for consumer to assess and assert his rights. Thus, for example, the consumer is to be able to decide on his own what kind of conduct toward the consumer is impermissible by an entrepreneur. Black List of illegal business activities According to the Black List, for example the following behavior which is, in fact, already prohibited under applicable German Unfair Competition Law by way of interpretation shall by all means be prohibited: Examples of absolute bans on conduct - The unauthorized displaying of a trust marks, quality marks (such as false CE or Bio Labels); - Untruthful information claiming that the trader is about to cease trading or move premises when he is not; - Untruthful information or creating the wrong impression that rights that are already legally available, such as cancellation rights or rights to withdraw from a contract would be a special feature of an offer; 15/40

16 Changes in law Current amendments - Including in marketing material an invoice or similar document seeking payment which gives the consumer the impression that he has already ordered the marketed product when he has not. The UWG amendment - more legal certainty for consumers within the EU The updated draft of the UWG amendment that was enacted by the Federal Cabinet can be viewed online along with the complete draft of the Black List as amended on August 20, 2008 at UWG-E% pdf. Another important introduction is that the amended UWG expressly also applies to behavior by entrepreneurs during and after a contract has been entered into. Up until now, the rules within UWG only applied to business activities before a contract was entered into. Validity of UWG even during and after a contract has been entered into Conclusion: However, even before the amendment is to take effect, there has already been much criticism directed toward the Black List of the planned new UWG, which is actually intended to provide more transparency to the benefit of consumers. The main point of criticism is that the terms included therein continue for the most part to be subject to interpretation and that they cannot be understood by the consumer without first needing to consult a legal adviser. It is evident that as relates to a number of the terms used, a clear interpretation will only be reached on a case-by-case basis. On the other hand, even after a more careful preparation of the catalog of banned behavior, the text alone does generally not manage to provide any absolute and extensive clarity. This is simply the problem when it comes to the ambiguousness of language, which, however, can certainly also be to an advantage during legal disputes. All in all, the UWG amendment will in fact increase the protection of consumers during business transactions both in Germany and particularly for cross-border transactions as well so that the amendment is certainly a welcome improvement. 16/40

17 Changes in law Current amendments Legislative procedure Cold Calling governmental draft for a law to combat unfair telephone advertising and to improve consumer protection during special sales schemes On July 30, 2008, the German government enacted the draft of a law intended to combat unfair telephone advertising and Evelyn Lüchter (Hamburg) so-called online cost traps. The draft for a Law to Combat Unfair Telephone Advertising and to Improve Consumer Protection during Special Sales Schemes is intended to assure that already existing laws can be implemented more easily. On the one hand, the draft provides for amendments and supplements with which the consumer in particular is given added authority and a variety of new tools with the intention of being better protected. These are to allow the consumer to be better equipped to defend himself against contracts allegedly or factually foisted on him, especially in conjunction with telephone advertising, but also in conjunction with so-called online cost traps. We can expect to see this law take effect early in Currently, according to already applicable law, telephone advertising to consumers is expressly prohibited without their consent. It is deemed to be an unacceptable harassment according to the Act against Unfair Business Practices (Section 7(2) no. 2 UWG). An injunctive relief suit can be filed against anyone in violation of this act, among others by competitors or by organizations such as consumer protection agencies. Moreover, if the caller is acting in a negligent manner or with willful intent, the party can claim damages. Furthermore, UWG provides for the ability to assert claims for skimmed profits in the event of willful intent. However, asserting the currently applicable law can be difficult in practice. In detail, the bill presented by the German Federal Government provides for the following amendments: The law currently in effect To begin with, it is made clear in the Act against Unfair Business Practices that a sales call is only permitted to be made to a consumer if the person being called expressly gave his consent to receive sales calls in advance. With this amendment to the Consent required 17/40

18 Changes in law Current amendments Legislative procedure Cold Calling act, what is to be prevented is that the caller can invoke consent declarations given in association with something else entirely or one given after the fact. Unchanged will be that it will still not be allowed to call other market participants for advertising purposes, who are not consumers, without at least an alleged consent. In order to be able to improve the ability to enforce the ban on illegal telephone advertising, any violations of the ban on illegal telephone advertising to consumers will in future be punishable with a fine of up to 50,000 Euro. Fines for any violation In addition, the bill presented by the German Federal Government stipulates that callers will no longer be allowed to block their phone number when making advertising calls with the intent of hiding their identity. The ban on blocking the phone number during a phone call for advertising purposes will contribute to the ability to identify the calling parties and in doing so will also make it easier to combat illegal telephone advertising. Any violation against the ban on blocking phone numbers will also represent a misdemeanor based on the amendment to the law that is punishable with a fine of up to 10,000 Euro. No blocked phone number Consumers will be given more opportunities by law to withdraw from contracts that they entered into by phone. First of all, the already existing right to cancel a contract currently in place that benefits the consumer in the event that the consumer enters into a contract by means of so-called telecommunications media (by phone, , online, etc.) for services to be rendered will only become void after the contract has been entirely fulfilled by both parties based on the express wish by the consumer and before the consumer has exercised his right to cancel. Based on the legal situation as it stands now, the right of the consumer to cancel the contract will already be void once the entrepreneur has merely begun implementing a service with the express consent by the consumer before the right to cancel has expired and the consumer himself initiated this service to be implemented. The new regulation is meant in particular to assure that the first time a consumer makes use of a service (for example in the event of an offer that is allegedly free of charge or taking part in a lottery that supposedly involves no further obligation, which then in fact, however, establishes a subscription agreement) will not immediately void the right to cancel the contract and thus lead to a permanent commitment to an agreement. The right to withdraw will remain unchanged for a period of two weeks or one month depending on whether the information on the rights to cancel Reinforcing the right to cancel a contract 18/40

19 Changes in law Current amendments Legislative procedure Cold Calling an agreement were provided either before or after the contract was entered into. The version mentioned last is typically what is the case for contracts entered into by phone, because the information on the rights to cancel the contract must be made in written form (meaning either as an or by fax). The cancellation period will not begin before the point in time in which the consumer has received clearly prepared written cancellation instructions. As a subsequent amendment to the amendment of voiding the right to cancellation, in future, the consumer must be made aware in the cancellation instructions that he is obligated to pay the entrepreneur compensation for the value of the service if he has expressly consented to having the entrepreneur implement before the cancellation deadline has ended. Should the entrepreneur demand that the consumer compensate for the value of the service, he must show and prove in a legal dispute that he did make the consumer aware of the obligation to pay compensation for the service in due time and that the consumer then expressly consented to said service. In future, consumers will be allowed to also cancel such contracts that were entered into by phone pertaining to the delivery of newspapers and magazines as well as to betting and lottery services. The law in effect at this time does not provide for a right to cancel such contracts. According to the explanatory statement of the new law, this is to be expressly included in said law, because especially in these sectors, illegal telephone advertising is used particularly often as a means to manipulate the consumer into entering into a contract. In this case, with regard to the right to cancellation, it will be irrelevant whether or not the promotional call was illegal or not. Expanding the right to cancel a contract Finally, according to the intent of the German Federal Government, consumers will in future be better protected against contracts foisted on them, especially such that relate to telecommunication services. This relates in particular to cases in which a (tele phone) provider persuades a consumer, for example by phone, to change service providers by offering, among other things, to take care of all of the necessary formalities on the consumer s behalf, such as canceling an existing agreement with the former service provider. According to the law as it stands now, the company doing the advertising is ipso jure allowed to assume these steps on behalf of the consumer and to cancel the original agreement in a manner that is binding for the consumer. However, if the consumer decides to later cancel the agreement, he is at risk of being without a contract, because canceling the new contract Protection against contracts foisted on the consumer 19/40

20 Changes in law Current amendments Legislative procedure Cold Calling does not involve withdrawing from the cancellation of the old contract. Said cancellation can no longer be undone. In some circumstances the result is that the consumer desists from canceling the new contract, which is what he would like to do, so as to not be without any contract whatsoever. To avoid this, the cancellation of a continuing obligation in the case of changing a service provider (such as a telephone service agreement) or the authorization to do so will be required to be in writing, if the party to the new agreement with the consumer is to represent the consumer in its dealings with the old contract partner. Conclusion: The planned changes to the law certainly are a good approach to counteract against the damaging effects especially as relates to telephone marketing and to curtail such. At the same time, it will remain to be seen in how far such changes will in fact prove to be helpful in enforcing legal bans in practice. Thus, it will, for example, be quite difficult in practice (especially with regard to showing evidence) to be able to trace any violations against the new legal standard involving blocking telephone numbers that represents a violation punishable with a fine. News from our practical experience Heuking Kühn Lüer Wojtek is the German member of the Promotional Means Reviewed Worldwide Global Advertising Lawyers Alliance (GALA). Rudolf du Mesnil (Frankfurt/Main) We use GALA, an international network of more than 50 law offices, inter alia, for legal localization of promotional and advertising materials of our clients in other markets. GALA member firms either specialize in Advertising and Industrial Property Law or, such as Heuking Kühn Lüer Wojtek, have experienced divisions geared towards an international collaboration in all legal sectors required for advertising, distribution and protection of industrial property rights. An important area of the services offered concerns the national and international review of promotional and advertising means. 20/40

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